January: The Month of Carrying Too Much
It's time to meet customers where they are in their journey!
January isn’t a fresh start anymore.
It’s the moment the bill comes due.
Over the past few years, companies invested heavily.
New platforms. More licenses. More tools meant to unlock growth.
Most of it was necessary.
Some of it worked.
A lot of it is still sitting there; expensive, underutilized, and quietly demanding attention.
Now the questions have changed.
Not “What should we buy?”
But “Why aren’t we getting more out of what we already have?”
This is where January feels heavy.
Deal cycles have slowed.
Implementations took longer than expected.
Teams are tired - from projects that never quite ended and systems that never fully stabilized.
RevOps didn’t just support this growth.
It absorbed it.
You filled gaps.
You stitched systems together.
You made things work while the business kept moving.
And now there’s a shift.
Leadership wants ownership back inside the company.
Less outsourcing. Fewer long, drawn-out implementations.
More expectation that internal teams can carry the system forward with targeted help, not dependency.
At the same time, expectations are rising.
Projects are supposed to move faster.
Complexity is supposed to feel simpler.
Value is supposed to show up early, not at the end of a six-month plan.
And layered on top of all of it: AI.
Everyone wants to understand where AI and agents fit.
What’s real. What’s noise. What’s safe to move on now.
All while the underlying data, the thing everything depends on, remains messy, fragmented, and under constant pressure.
This is the weight people are carrying into January.
Not one problem.
But the accumulation of many reasonable decisions made under different conditions.
This is why the old playbook doesn’t work anymore.
Big, waterfall-style initiatives feel risky.
Full rebuilds feel unrealistic.
Adding new tools feels irresponsible.
But doing nothing isn’t an option either.
January isn’t asking for a grand plan.
It’s asking for discernment.
What actually deserves attention right now?
What work creates visible progress instead of more surface area?
What complexity can be reduced without oversimplifying reality?
Doing more with less doesn’t mean moving faster.
It means choosing differently.
Shorter horizons.
Clear ownership.
Focused improvements that create confidence instead of exhaustion.
January is the month for naming the weight—not to assign blame, but to set direction.
Because the teams that find their footing this year won’t be the ones that rush to add what’s new.
They’ll be the ones that finally get real value out of what they’re already carrying.
It’s time to meet customers where they are at in their journey!